Henkel transits to renewable materials in Bref toilet rim blocks

GERMANY – Henkel has scaled up the use of renewable raw materials in its Bref toilet rim block line across Europe as a step toward sustainability.

The company is transitioning from fossil-based materials to renewable alternatives for both the cleaning formula and packaging, aligning with its ambitious net-zero emissions goal by 2045.

According to Henkel, the shift involves a mass balance approach, where fossil raw materials are partially replaced with renewable feedstocks at the production outset. 

“Switching to renewable raw materials in both ingredients and packaging is a key lever to reduce the upstream carbon footprint of our products,” said Marjon Stamsnijder, Head of Sustainability at Henkel Consumer Brands.

“It brings us closer to our 2045 net-zero target.”

In collaboration with surfactant producer Moeve, Henkel has introduced a new cleaning ingredient for Bref rim blocks, derived from 68% renewable sources. 

This builds on the company’s long-standing partnership with BASF, which replaces fossil inputs in approximately 110,000 tons of ingredients annually for brands like Persil and Schauma, reducing emissions across its portfolio.

The packaging for Bref rim blocks is also undergoing a transformation. The plastic cages now incorporate 30% recycled content, with Henkel investing in bio-based alternatives for the remaining virgin plastic. 

his shift is projected to save over 10,000 tons of carbon emissions annually, based on prior sales data. 

“Integrating renewable inputs into everyday household products not only cuts emissions but also paves the way for scalable, circular packaging systems,” Stamsnijder added.

In a statement, Henkel emphasized that these efforts reflect its commitment to driving circularity and reducing reliance on fossil-based materials. 

The company’s broader sustainability strategy includes a target to make 100% of its packaging recyclable or reusable by 2025, with 89% already achieved by late 2024.

Recent updates indicate Henkel is further advancing its sustainable packaging initiatives. In early 2025, the company expanded its use of recycled plastics, reaching 25% across its consumer goods packaging, with plans to hit 30% by year-end. 

For instance, its Dial hand soap bottles in North America now use 100% recycled plastic, showcasing Henkel’s ongoing push for low-emission, circular solutions.

By embedding renewable and recycled materials into mainstream products like Bref, Henkel is setting a benchmark for sustainable innovation in the household goods sector.

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